Twitter, the micro blogging service, is known for it’s ease of use and ability to transmit news, status updates, and pretty much anything that you can fit into its 150 character space. This little tool can be quite a powerful arsenal in the communication field however, instead of denoting some of its best usages I’ll present two case studies in how it can be misused and hinder your cause.
Both of these cases largely tie into controlling your message and making sure what you say doesn’t backfire on you potentially.
The first of these cases involve Rep. Peter Hoekstra , R-Mich. To sum it up, in his recent undisclosed trip to Iraq, the congressman twittered on the exact location and bearings of his caravan. While this may not sound like something that could get you in trouble. In the troubled areas of Iraq having someone read exactly where your caravan is going and where it is heading is one of the most dangerous situations that the congressman was involving himself in. Breach of secure information is obviously something you’ll want to to keep tabs on. While this case has largely more dangerous consequences the same principle can be applied to PR. You want to make sure that in your use of micro-blogging and other social media that you are sure that the message you are giving out is correct, and that all your members are in accordance as to what should be privy to the public and what shouldn’t. While this may be a simple moral tech lesson it is an important one.
The second of these cases involves Jeff Frederick Republican Chairman of Virginia . To sum it up, a hasty posting on twitter hindered the Virginian republican party from achieving it’s goal of majority by letting the cat out of the bag to early. “insert twitt example” Because of the mistake and the leak of info the Virginian republicans lost their chance at achieving their goal. Twitter moral lesson of this case study is to be sure that when you release information that it is guaranteed, correct, sourced, and not to early or late. Proper timing is always important in providing the correct information to the public in terms of PR.
So take these stories to heart and Twitt smartly everyone.
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People never seem to remember that the Internet is actually a very public place, and it's almost the same as being published. It seems as if you're making yourself vulnerable every time you post something.
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